Spotify

Content
Discovery-Product
Teardown

Easwar K
Overview
Digital Music Streaming Market – An Spotify is the world’s most popular audio streaming
Outlook subscription service with largest collections of music in
• Global Music streaming market size increased to history, plus podcasts and other audio content
US$30.33 billion in 2022, reaching a total of 776.2 million
users
• The Indian music segment grew by 24% to reach Rs. 1870
crore in 2021.
Spotify – Key facts & figures
• Indians spent an average of 21.9 hours per week listening • 456M users (Monthly Active Users) of which 195M
to music, which is higher than the global average of 18.4 are paid subscribers
hours per week.
• Available in 183 markets and territories
• 90% of the revenues were earned through digital means,
though most of it was advertising-led, with only 3 million • Revenue - €3.08 Bn in Q4 2022
paying subscribers
• A majority of Spotify’s listeners in India are Gen Z
(born between mid to late 1990s and 2010s) who
consume music and podcasts with equal interest.
• Competitors – Apple Music, Youtube Music,
Youtube, Gaana.com, Amazon Prime Music etc
Key Metrics Tracked
1. Monthly Active Users
2. Daily Active Users
3. No of Premium Subscriptions
4. Content streamed per user per session
5. Average Time Spent (hours) per user per day listening to content
6. Average Time Spent (hours) per user per month listening to content
7. Average CTR or % engagement on various In-app CTAs (Play button and
other category thumbnails)
8. Bounce rate
9. App Ratings and Net Promoter Score
Spotify - User Persona
Who Scenario/Goal(s) Interests Pain-points/Frustrations

“I like to listen to music • Podcasts on Marketing, • Paradox of choices – Gets

during my long drive to Science and True crime overwhelmed with the amount of
work. Great tracks keep podcasts content available
me motivated during my • Likes to listen to 90s • Easily pick and choose the movies
workouts. I also enjoy Malayalam and Tamil songs and play, has very less time to
listening to podcasts and • Ardent fan of AR Rahman & waste on content discovery
audiobooks during my Vidyasagar • Does not want to stick to his
• Name: Felix free time and at night • Not a big follower western favourites at all times, would like to
• Age: 25 when I am in bed. I need music, but loves classic explore new options regularly
• Location: Tier 1 City an app that makes it artists like Beatles, Led • Finds it tough to get good
• Occupation – Account Manager easy for me to select Zepplin etc recommendations around
• Household: Single, shares and play tracks on the • Has been exploring podcasts/ books/music
apartment with flat mate go” audiobooks as well recently • A way to identify the songs that he
• Education: MBA Graduate comes across somewhere even
though the name of the track is not
known
User flow – Spotify Content Discovery
Content Discovery - Customer Journey & Key Touchpoints
Option 1 Option 2 Option 3
Browse – Home Search Library

While driving to work , browses the While getting in bed, checks

home page to select top While in gym searches for the ‘My Library’ for some of
Doing recommendations from ‘Made for you’ top workout playlists favorite Podcasts to listen
section to

● “Why isn’t there an option to filter the

podcasts based on category ?
“I am bored with listening to ● “I see that they have options to sort the
podcasts based on recent plays, recently
the same songs from the added etc, but I would like an option to
“There are too many recommendations out playlist. What if there is a have a list based on the order of my
here. Which one to choose?. I am confused more smarter playlist that preference/most played”.
● “It is gonna take me a long time to find
Thinking ?. It would have been helpful if there was a gives me an option to play a my preferred podcasts, I will loose my
Top 10 recommendations based on what I mix of my regular songs as sleep over this”
usually listen to while travelling”. well as include some ● “I don’t want to drop of a podcast in the
middle, in case its’s not exactly about
new/latest songs in my what it says in the title, this will disturb my
preferred genre/artist.” flow, It would be helpful if a short snippet
was available for me to decide”

Feeling
Confused & Overwhelmed Curious Frustrated
P Pain point - 1 Suggested Changes
• An algorithm that can custom analyze the
The “Made for” section listening patterns throughout the day and
shows almost the similar provide recommendation on home page
set of based on time of the day/activity.
recommendations/suggest
• A voice search assistant/conversational bot
ions throughout the day that can guide users into selecting the right
song based on their mood and need, thereby
saving time required to browse through and
play content on the go

There is an overwhelming
number of
choices/categories in the Metrics Impacted
home page, it takes time • Decrease in Churn rate
to browse through, pick • Increase in Average CTR or
and choose one % engagement on various
In-app CTAs (Play button and
other category thumbnails)
• Increase in Daily Active Users
P Pain point - 2
Listening to same songs
again and again from a Suggested Changes
particular playlist can become
boring and redundant after Spotify can introduce a feature like “Playlist
some time this can put-off the Groups” or “Community Playlists”, where
user and can even reduce the the users can create a group and invite/add
time spent on the app as well their family/friends or people with similar
interests. This helps build a community and the
as reduce feature adoption
community can create custom playlist/Jams that
can be updated regularly and be listened to any
one within the community.

Metrics Impacted
• Decrease in Churn rate
• Increase in Average CTR or
% engagement on various
In-app CTAs (Play button and
other category thumbnails)
• Increase in Daily Active Users
• Increase in Net promoter
score
 P Pain point - 3 Suggested Changes
• Improvements to the filter & sort
by feature by introducing filter
by ‘Topic’ and Sort by the
‘Regular’ or ‘Top Choice’
• In Podcast library, Lack of • A ‘shorts’ version (2-3 mins) of
option sort by user top recommended episodes for
interests users get a quick idea of the
podcast content/context and
• In ‘Library’, there is no
analyze whether the episode
way to filter the podcast
meets their expectation decide
and view only those whether the its worth listening to
podcast on a particular whole episode.
topic

Metrics Impacted
• Decrease in Bounce rate
• Increase in Average Time Spent
(hours) per user per user per
session
• Increase in Average Time Spent
The content summary provided
(hours) per user per day listening
for each podcast episode can
to content
some times be misleading and
• Increase in Average CTR or %
users might waste their time engagement on various In-app
listening to almost the entire CTAs (Play button and other
content without getting the value category thumbnails)
they were looking for.
 Thank You

Despacito
Luis Fonsi, Daddy Yankee
0:23 -3:25